ASUS has been teasing their first-ever ROG-aligned liquid metal thermal compound-cooled solution since the start of summer, in the form of a truly flagship Matrix GeForce RTX 4090 24 GB graphics card. Their late May reveal boasted about the importance of bleeding edge technology and a continuation of their Matrix product line's "special" legacy. A third quarter 2023 launch window was outlined—today they have narrowed that timeline down to a specific date—September 19. The ASUS ROG North American branch posted on its socials: "The wait is almost over!😎 Count down to the official launch of our flagship graphics card - the ROG Matrix GeForce RTX 4090. 🔥" A live stream has been organized to coincide with the headliner's retail debut (Sept 19th, 9:00 AM | New York and Sept 19th, 9:00 PM | Taipei).

Exact pricing is likely to be announced during launch day proceedings, but industry experts are setting expectations at $2000+, the premium Matrix trimmings and highly selective binning process of Ada Lovelace silicon will come at a premium. The ASUS marketing talk from May boasted: "No reason to beat around the bush: the ROG Matrix GeForce RTX 4090 has the highest boost clocks of any RTX 4090 on the planet. Featuring a custom-engineered coldplate that captures heat not only from the RTX 4090 GPU die, but also the VRMs and memory chips, this card has even more headroom to push its clocks higher, for longer, allowing us to bin only the absolute best dies for this showpiece graphics card. In addition, the ROG Matrix GeForce RTX 4090 features an ROG first: liquid metal thermal compound on a graphics card."